Given the competitive environment existing on the market, the These spaces in independent supermarkets and chain supermarket prices have been rising and have practically been at the hands of the largest and most competitive companies. From the point of view of the manufacturer, the possibility of getting a space for an indefinite time in commercial premises is quite attractive. First because it allows to run own animations at the point of sales and also increases the capacity of the stock of the products in the supermarket. Factors that are taken into account in valuing a space include the size of the supermarket, purchases you have made in a given period of time, projections of purchase for the next period, the general image of establishment and of course, trade relations existing between the two sides. Then there is the price that supermarket wants to charge for the space and the agreement that you have with other suppliers to other heads or extra spaces which would be something like the market price of those additional spaces.
Many times the manufacturer are driven to achieve agreements by indefinite in some supermarkets by the need to have better exposure of their products given the current display size. At other times, with the introduction of new products or the execution of a more aggressive sales program. From the point of view of the supermarket, I think that is not worth doing indefinite exhibition space rental agreements: Ata price to a contract with indefinite duration or for a whole year. It does not require a supplier to have attractive offers for our customers, and though include this as a clause in the agreement or contract, will not always be achieved. The effect of animation for the sales point is lost.
When a manufacturer or supplier acquires the right on a head Gondola or other special space you will not want to move because the Shoppers in the establishment will habituate to such space (which has now passed to function as an Extension of the Gondola) and much less if the hired space is good, i.e., has a good location in the store next to one of the hot areas (Delicatessen, vegetables, meats, bakery and others). I think that the best way to take advantage of these spaces would be using them for the purpose of animation of the sales point. On the one hand, it will be not reporting a monthly fixed value, however, the animation effect will translate into sales, novelty and satisfaction to the Shoppers who will be more loyal to the point of sales and the brand of the supermarket, which ultimately translates into business benefit. I see quite adequate the current application that they are giving the chain supermarkets and hyper markets here, placing offers agreed upon for the purpose of activation of sales. These triggers include seasonal promotions, anniversaries or simply periodicals used as a hook to attract the Shoppers. If you want to see the steps I suggest to optimize displays in the sales point, visit my Blog TradeMarketingFlow-es.blogspot.com there also you can ask me more specific questions and/or leave me your opinions and seem regard to this topic.
